“Why Ferrari chose KUMHO?”
Transcription
“Why Ferrari chose KUMHO?”
“Why Ferrari chose KUMHO?” Published on July 2005 Koo, Sunglim [email protected] This is Motor Sports, and they are our potential customers in future. KUMHO is running to Tomorrow with the honest passion Nowadays 2005 Leman 24 in France, it’s one of the greatest world class motor sports such as F1, WRC or Indy 500 The shinier and more aggressive Tomorrow, KUMHO is running with a red color KUMHO is running to Tomorrow with the honest passion KUMHO is offering as an official supplier to international class motor sports not only local racing. International class(F3): Marlboro Masters, Euro Series, International F3 Korea Super Prix, Super GT Local class overseas: ALMS(American Leman Series), Super Taikyu(Japan) Local class domestic: ECSTA Time Trial, Click Speed Festival, KMRC BAT GT Series KUMHO’s Miracle team is fitting now Leman 24, June 2005 Finally Miracle team ranked as No.4 in the LMP2 Class Lan James, driver said it was pretty good result although it was a first time in the racing. Note! It is necessary to be distinguished sharply between International class and Local class in the motor sports It would be better to check the circuit information in the racing ECSTA approved the ultra high performance by the latest results of Motor sports In the Formula 3, only one brand is supplied to all the racing team as an official supplier. Therefore, F3 racing result could be shown the performance of the other automotive parts such as driver’s ability or engine power in wearing same brand tire, and so tire makers have to pass the very strict performance tests to be an official supplier of F3. KUMHO is now offering as an official supplier to Marlboro Masters, Euro Series, Super Prix in F3. KUMHO is running to Tomorrow with the honest passion Following is the result of local class overseas in these days. Motor Sports Team Name Drivers Car type Super GT Toyota Cerumo (KUMHO Tire) H.Takeuchi / K.Hiranaka TOYOTA ALMS Miracle Motor sports (KUMHO Tire) Chris Mcmurry / Jeff Bucknum AER Courage Super Taikyu KUMHO ECSTA Wada Q / T.Tsuyoshi Honda S2000 Year Round Rank 2004 5th 28 2005 1st ~3rd 24~26 2005 1ST P2 1 2003 C.4 1 2004 C.4 5th 3 Racing tire product map of KUMHO Ready for rush, KUMHO ECSTA (F3 products) (F3 products) ECSTA, Customers want & need brand for their upgraded driving Survey Results ongoing since 1997. The results compared with same spec. tires of global tier-1 such as Michelin and Bridgestone or Goodyear. KUMHO is running to Tomorrow with the honest passion Tire Survey Results (Max Performance Summer) Tire Rack Co., U.S ECSTA is new one which customers are much satisfied and try to buy again KUMHO is running to Tomorrow with the honest passion Survey Results ongoing since 1997. UHPT for All-Season ranked as No.5 with 93% best score. KUMHO is already one of the biggest in UHP Market. Tire Survey Results (Ultra High Performance All-Season) Tire Rack Co., U.S The ECSTA ASX is a member of KUMHO’s race-proven ECSTA high performance tire family. It is an Ultra High Performance All-Season Tire that was developed to meet the needs of the drivers of sports cars, coupes and sedans by blending responsive Handling with dry, wet and year-round traction even in light snow. ECSTA is really well-known brand by end-users who have an usual sensibility for the safety or functionality, this reputation is getting to the more popular. High value-added LTR & SUV, High satisfactions or the better reputations KUMHO is running to Tomorrow with the honest passion Survey Results ongoing since 1997. ECSTA STX is launched for Street & Sports All-Season, and then ranked as No.3 with 96% best score. Tire Survey Results (LTR & SUV) Tire Rack Co., U.S KUMHO’s family of ECSTA performance tires is designed to enhance every vehicle’s capabilities. The ECSTA STX is a Street & Sports Light Truck All-Season Radial that was jointly developed by KUMHO’s American, European and Korean Technical Centers to meet the global needs of drivers of sporty pickups and Sport utility vehicles. The KUMHO ECSTA STX blends an eye-appealing appearance with year-round performance and traction even in light snow. On the outside, the ECSTA STX features an aggressive, directional tread design with large, stable tread blocks for quick response and sporty handling. It also Features high angle, lateral grooves that help channel water toward the sides of the tire to resist hydroplaning. Internally the ECSTA STX features twin, high tensile steel belts reinforced with two nylon cap plies to stabilize the tread area thus enhancing handling and high speed capability. Two polyester body plies and nylon bead reinforcements in the tire’s sidewalls blend ride quality with steering response. Not only off-road, but also highway, KUMHO’s family will be much covered on road Survey Results ongoing since 1997. Venture HT is designed for highway driving of SUV or Light Trucks Tire Survey Results (LTR & SUV) KUMHO is running to Tomorrow with the honest passion Tire Rack Co., U.S KUMHO is making new field of tire market with its high quality proven by several tests Tire Test Synthetic Results KUMHO is running to Tomorrow with the honest passion Annually test team participates in over 20 Ride & Drives, allowing them to experience and compare at least 60 different products. Real World Road Rides and Performance Test Track Drives are typically conducted over a four-day period in order to allow each team member to experience all of the products back to back. To keep their evaluations consistent they use four identical (except for color) BMW 330Ci sport sedans, the same Real World Road -Ride route, and the same performance Test Track Course. For the matter, the only thing that really changes is the tires that they are testing such as cornering stability, steering response, braking modulation, handling predictability and overall track rating etc. Tire Rack Co., U.S Max Performance Summer Tire UHP All-Season Tire UHP Summer Tire UHP Summer Tire Brand Value is most important in Regular, Performance & tech. are better in UHP Market Simulation of consumer’s sensibility on consumption Consumer behavior is not fixed, will be surely change from the shifting point KUMHO is running to Tomorrow with the honest passion Performance & Tech. ① Advanced Mkt.(high price) ② New Mkt. “Trial consumption” is witnessed the more often in new market rather than the old market. New leaders are able to grow up according to the trial consumptions in new market because it’s empty place where nobody cannot be proven. ① Commodity Mkt. ② Old Mkt. ♦ Market generation Shifting point ♦ Potential point of Brand change Brand Value UHPT Market is increasing significantly, real growth % must be the faster hereafter KUMHO is running to Tomorrow with the honest passion UHPT Market is forecasted to grow up average 17.0% annually. Profitability is driven by UHPT Sales, The final result will be the bigger than planning KUMHO did already gain 80bn Won from UHPT Sales in Q1, 2005. It was 18.7% of total sales compared 17.6% as an initial planning. (bn Won) 350 30.00% KUMHO is running to Tomorrow with the honest passion 322 Revenue 300 % of Total Sales 248 250 18.69% 200 179 17.58% 20.00% 182 15.17% 150 117 12.47% 12.83% 10.00% 100 80 7.74% 50 Seasonality (Q1: 23%) (Source; Company data) 0 0.00% 2001(A) 2002(A) 2003(A) 2004(A) Q1/05(A) 2005(E) KUMHO open up a new market early through the good experience of Motor Sports KUMHO is running to Tomorrow with the honest passion In the new ground-UHP Market, KUMHO is building new brand image compared previous position. After Market Insight in U.S HP&UHP Market Share in U.S. Year (Million tires) 45.0 25.0% 20.0% 40.0 18.7% 20.0% 35.0 15.2% 30.0 25.0 12.0% 13.0% 15.0% 20.0 10.0% 15.0 10.0 5.0% 5.0 0.0 0.0% 2000 2001 2002 Unit 2003 % of Mkt. 2004 2004 2003 2002 Goodyear 17.0% 17.5% 17.0% Michelin 13.0% 13.0% 13.5% Bridgestone 8.0% 8.0% 7.5% BFGoodrich 6.5% 6.5% 6.5% Toyo 6.5% 6.0% 5.5% Yokohama 6.5% 6.5% 6.0% Kumho 5.5% 5.0% 5.0% Dunlop 5.0% 5.5% 6.5% Falken 4.5% 4.0% 3.5% Firestone 4.5% 4.5% 4.5% Pirelli 3.5% 3.0% 3.0% 19.5% 20.5% 21.5% The others Source; High Performance Brand Share, 2005 Chart & Statistics in MTD USA. Watch for KUMHO Tire Tomorrow will be Different Absolutely Koo, Sunglim [email protected]